Translating an Emotional Conflict Creates a New Control for a German Publisher David R. Yale One of the most successful direct mail packages I've worked on looks like someone doodled on the outer envelope, set a coffee cup on it, and left a ring-shaped stain. It's a design that's guaranteed to get attention, and once it has that attention, it involves prospects by presenting an emotional conflict they identify with immediately. When a German publisher of a loose leaf service, "The Best Speeches From A to Z," asked me to create a coffee stain package for it, I jumped at the chance. I
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